DEPARTMENT store chain Debenhams said it was “up there with the best” of British retailers yesterday as it raised its profit forecast on rising sales of own‑brand clothes.

It said its exclusive Designers at Debenhams range, including its new Principles brand designed by Ben de Lisi, had helped defeat snow disruption in January to lift same-store sales 0.3 per cent higher in the 26 weeks to the end of February. Total sales grew 1.7 per cent.

And it will be helped by the launch of the new H! range by designer Henry Holland, known for slogan T-shirts and purple ­tartan, modelled by Pixie Geldof.

Menswear did particularly well led by knitwear and denim. The company has converted large areas of its stores from concessions to the designer range in the past year. Sharp said this strategy had temporarily hit same-store sales figures but boosted profit margins.

“You lose a bit on sales but you end up making more money. The effect of this significant space shift will start to ease in the second half,” he said. As a result Debenhams predicted its half-year pre-tax profit would be higher than last year’s £102 million. Its shares fell ¾p to 70¼p.

Despite the upcoming general election and tax rises causing an “air of uncertainty” among shoppers Sharp is confident of further sales growth this year. He said: “Only a handful of retailers can say they have raised sales and ­profits in these challenging economic conditions. We have been recession resilient and gained market share because of the self-help levers we’ve pulled.”

Analysts at Investec said: “The underlying performance is encouraging. The only risk with the Principles range is a potential shortage of stock.”